Measuring the Impact of Your Digital Signage

Regardless of what your digital signage consists of, it is important to measure how effective it is and whether or not it is having a positive impact. Looking at the ROI is an essential part of measuring the success of your digital signage, particularly because the signage is designed to bring value to your business. When measuring the success of your digital signage, there are a number of different points to consider.

Goals and Objectives

When measuring the success of your digital signage, you should have your goals and objectives on hand, so that you can compare what you were hoping to achieve against what you have actually achieved. This will help you to see how effective the digital signage was as a whole, as well as helping you to determine where improvements may need to be made to achieve exactly what you are aiming for.

This then allows you to make further goals based on what you have already achieved and the changes that you have outlined to make, as well as offering you something to compare against in the future.

Customers Seeing and Understanding your Digital Signage Message

The first indicator to whether or not your signage is worthwhile is to determine if people are actually able to view your advertising, as well as the content that it is showing. Because people may only have a couple of seconds to spend looking at your signage, it is important to keep the message short and sweet. By giving a little insight to the message you want to get across, they may then go in store or online for more information, which adds to the possibility of converting them into a paying customer.

Your message should be something that the consumer can remember, because telling them something insignificant is not only pointless, but it is also a waste of the valuable time you have to share something with them. Most people won’t give up their time to reading digital signage too easily, so making it worth their while may prove beneficial to both parties.

Once the customer has seen the message, you should be able to find out how many people acted on it. You should already be aware of what you wanted to achieve, and so measuring this will prove just how effective the signage has been.

Testing your Digital Signage

It is a good idea to mix it up a little when trying to find the best content to display on your digital signage. Although it is obvious that there needs to be constantly updated content displayed to ensure that viewers don’t always see the same thing, it is also important to test which content works best, including type of content, tone of voice and also visual design.

By testing the content that you display, you will be able to see which is the most effective, allowing you to capitalize on this when creating more content. Not only does this mean you are able to show people what they want to see, but it also means that you can keep everything fresh and up to date.

Another thing to test would be where your signage is located because this can be something that really has an impact on how successful it is.

Prime locations to position your signage include:

the shop window,

at entrances,

at the checkout and also

at the exits, more so because these are areas where customers have the most time to concentrate on something other than finding the products that they want.

By testing for which areas are the best for digital signage, you will be able to focus more of your time and effort into getting the most out of digital signage within those specific areas.

Richard Murton is the Managing Director at Display Technology. The company is part of the global FORTEC Data Display Group based in Germany and consists of specialists in TFT, LCD and touchscreen display solutions. Follow @displaytech on Facebook and @display_tech on Twitter.

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